Question 1

The M&Ms ad shown above is an example of which type of advertising?

Accepted Answer

A)  reminder
B)  competitive
C)  pioneering
D)  institutional
E)  differentiationF) None of the above
G) C) and D)

Question 2

Geico ads that feature a talking pig,cavemen,a gecko,or a stack of money are using which type of advertising appeal?

Accepted Answer

A)  reminder
B)  fear
C)  humor
D)  sex
E)  cognitiveF) D) and E)
G) A) and C)

Question 3

Which of the following statements regarding billboards is most accurate?

Accepted Answer

A)  Billboards are a good supplemental reinforcement for well-known products.
B)  Billboards are well-suited for pioneering product advertising.
C)  Contrary to popular belief,billboards are not driving hazards since they help keep drivers alert.
D)  Billboards are often too expensive for small local firms and are better suited for national campaigns.
E)  Billboards are more effective in rural areas than in metropolitan areas.F) A) and C)
G) A) and B)

Question 4

One of the advantages associated with television as an advertising medium is that it

Accepted Answer

A)  has a short exposure time.
B)  is a low-cost medium.
C)  as an unlimited amount of advertising time available.
D)  can be used to convey complex messages.
E)  can use sight,sound,and motion.F) B) and D)
G) C) and D)

Question 5

Advertisements designed to build goodwill or an image for an organization rather than promote a specific product or service are referred to as __________ advertisements.

Accepted Answer

A)  product
B)  public service
C)  institutional
D)  reminder
E)  repositioningF) All of the above
G) B) and D)

Question 6

In television or radio advertising,a rating refers to

Accepted Answer

A)  the number of different people or households exposed to an advertisement and they buy the offering that was advertised.
B)  the average number of times a person in the target audience is exposed to a message or advertisement.
C)  the percentage of households in a market that are tuned to a particular television or radio station.
D)  a commonly used reference number an advertiser calculates (reach multiplied by frequency) to determine whether it has achieved its advertising objectives.
E)  the percentage points of market share a firm garners for its advertisements relative to its competitors.F) C) and E)
G) All of the above

Question 7

When Steve Ballmer,CEO of Microsoft,launched Office 2013 at an event in San Francisco,representatives of the media were invited to attend.The company announced the worldwide availability of Microsoft Office 2013 for business customers worldwide.This is an example of a __________.

Accepted Answer

A)  news release
B)  news conference
C)  promotional giveaway
D)  PSA
E)  cooperative advertisementF) C) and E)
G) B) and D)

Question 8

A sales promotion designed to encourage and reward repeat purchases by acknowledging each purchase made by a consumer and offering a premium as purchases accumulate is referred to as

Accepted Answer

A)  a merchandise deal.
B)  a product enhancement.
C)  a loyalty program.
D)  retail positioning.
E)  experiential decoding.F) A) and C)
G) All of the above

Question 9

Recent Bayer ads stating,"We cure more headaches than you think," are intended to inform consumers that the company produces many products in addition to aspirin.What type of ad is this?

Accepted Answer

A)  pioneering institutional advertisement
B)  competitive institutional advertisement
C)  advocacy institutional advertisement
D)  reminder institutional advertisement
E)  subliminal institutional advertisementF) B) and E)
G) B) and C)

Question 10

What is the difference between a coupon and a deal?

Accepted Answer

Coupons are sales promotions that offer ...

Question 11

One of the disadvantages associated with radio as an advertising medium is that it

Accepted Answer

A)  has a short exposure time.
B)  cannot target specific audiences.
C)  cannot use humor,sound,and intimacy effectively.
D)  has a very limited amount of advertising time available.
E)  is easy to convey complex messages.F) A) and B)
G) D) and E)

Question 12

The use of deceased celebrities such as John Wayne or Fred Astaire in commercials

Accepted Answer

A)  creates a humorous appeal.
B)  avoids the possibility of a spokesperson's image changing.
C)  creates a fear appeal.
D)  creates a product ambiance that limits its appeal to older consumers.
E)  targets the Gen Y consumer.F) B) and E)
G) B) and D)

Question 13

What is the difference between a contest and a sweepstakes?

Accepted Answer

A contest requires consumers to apply th...

Question 14

Much of Google's success is based on the ten guidelines of its corporate philosophy.Guideline 2 states,"It's best to do __________ really,really well."

Accepted Answer

A)  one thing
B)  everything
C)  whatever you love
D)  what you are afraid of
E)  your jobF) B) and E)
G) A) and B)

Question 15

All of the following statements are true about newspapers EXCEPT:

Accepted Answer

A)  local retailers often use newspapers as their sole advertising medium.
B)  newspapers are generally limited to ads that call for an immediate customer response.
C)  national advertising campaigns rarely include this medium except in conjunction with local distributors of their products.
D)  a long lead-time is needed to place an ad in a local newspaper.
E)  newspapers have excellent GRPs potential.F) A) and B)
G) C) and E)

Question 16

A mother handed her college-aged son a piece of paper and said,"By redeeming this you will receive 25 cents off your next purchase of Birds Eye lima beans." Birds Eye is using a __________ to stimulate demand (trial) for its lima beans.

Accepted Answer

A)  coupon
B)  rebate
C)  sample
D)  deal
E)  premiumF) A) and B)
G) A) and E)

Question 17

All of the following are alternative forms of institutional advertisements EXCEPT:

Accepted Answer

A)  competitive
B)  public service
C)  reminder
D)  pioneering
E)  advocacyF) C) and E)
G) B) and E)

Question 18

A printed or an e-mailed announcement that is sent to members of the business press from German pharmaceutical giant Bayer stating that it is looking for a buyer for its household insecticide business as part of its restructuring program is an example of which type of publicity tool?

Accepted Answer

A)  news release
B)  public trade announcement
C)  lobbying
D)  news conference
E)  event managementF) A) and D)
G) D) and E)

Question 19

Cooperative advertising refers to

Accepted Answer

A)  advertising programs by which a manufacturer pays a percentage of the retailer's local advertising expense for advertising the manufacturer's products.
B)  advertising programs by which a manufacturer pays for national ad distribution and the retailer pays for local advertising expenses.
C)  advertising that is paid collectively for all stores located within a specified geographic area,such as a five-mile radius around a particular shopping center or strip mall.
D)  advertising paid for by multiple independent firms to promote a product class rather than an individual product or firm.
E)  advertising paid for by several unrelated firms to promote a worthy cause such as cancer research.F) A) and B)
G) A) and E)

Question 20

The three primary types of product advertisement are pioneering,competitive,and __________.

Accepted Answer

A)  informational
B)  industrial
C)  reminder
D)  persuasive
E)  subliminalF) B) and C)
G) A) and E)

Exam 18: Advertising, Sales Promotion, and Public Relations

Which of the following statements regarding billboards is most accurate?

Correct AnswerverifiedShow Answer

All of the following are alternative forms of institutional advertisements EXCEPT:

Correct AnswerverifiedShow Answer

The M&Ms ad shown above is an example of which type of advertising?

Correct AnswerverifiedShow Answer

A sales promotion designed to encourage and reward repeat purchases by acknowledging each purchase made by a consumer and offering a premium as purchases accumulate is referred to as

Correct AnswerverifiedShow Answer

The three primary types of product advertisement are pioneering,competitive,and __________.

Correct AnswerverifiedShow Answer

The use of deceased celebrities such as John Wayne or Fred Astaire in commercials

Correct AnswerverifiedShow Answer

One of the disadvantages associated with radio as an advertising medium is that it

Correct AnswerverifiedShow Answer

A mother handed her college-aged son a piece of paper and said,"By redeeming this you will receive 25 cents off your next purchase of Birds Eye lima beans." Birds Eye is using a __________ to stimulate demand (trial) for its lima beans.

Correct AnswerverifiedShow Answer

Advertisements designed to build goodwill or an image for an organization rather than promote a specific product or service are referred to as __________ advertisements.

Correct AnswerverifiedShow Answer

Much of Google's success is based on the ten guidelines of its corporate philosophy.Guideline 2 states,"It's best to do __________ really,really well."

Correct AnswerverifiedShow Answer

In television or radio advertising,a rating refers to

Correct AnswerverifiedShow Answer

Cooperative advertising refers to

Correct AnswerverifiedShow Answer

Geico ads that feature a talking pig,cavemen,a gecko,or a stack of money are using which type of advertising appeal?

Correct AnswerverifiedShow Answer

All of the following statements are true about newspapers EXCEPT:

Correct AnswerverifiedShow Answer

When Steve Ballmer,CEO of Microsoft,launched Office 2013 at an event in San Francisco,representatives of the media were invited to attend.The company announced the worldwide availability of Microsoft Office 2013 for business customers worldwide.This is an example of a __________.

Correct AnswerverifiedShow Answer

A printed or an e-mailed announcement that is sent to members of the business press from German pharmaceutical giant Bayer stating that it is looking for a buyer for its household insecticide business as part of its restructuring program is an example of which type of publicity tool?

Correct AnswerverifiedShow Answer

One of the advantages associated with television as an advertising medium is that it

Correct AnswerverifiedShow Answer

What is the difference between a coupon and a deal?

Correct AnswerverifiedCoupons are sales promotions that offer ...View AnswerShow Answer

What is the difference between a contest and a sweepstakes?

Correct AnswerverifiedA contest requires consumers to apply th...View AnswerShow Answer

Recent Bayer ads stating,"We cure more headaches than you think," are intended to inform consumers that the company produces many products in addition to aspirin.What type of ad is this?

Correct AnswerverifiedShow Answer

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Coupons are sales promotions that offer ...
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Correct Answer
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A contest requires consumers to apply th...
View Answer

Correct Answer
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